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All Journal Jurnal Manajemen, Informatika, Rekayasa Perangkat Lunak dan Teknologi Komunikasi
Tiara, Cindy
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Computer Science & IT

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The Role of Social Media In Shaping Brand Image: A Case Study of the Online Fashion Industry Simangunsong, Martua Erikson; Tiara, Cindy
Jurnal Manajemen, Informatika, Rekayasa Perangkat Lunak dan Teknologi Komunikasi Vol. 2 No. 1 (2023): June: Jurnal Manajemen, Informatika, Rekayasa Perangkat Lunak dan Teknologi Kom
Publisher : Marcha Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/jmirte.v2i1.124

Abstract

This research aims to investigate the role of social media in shaping brand image in the online fashion industry and analyse the application of brand differentiation methods as a strategy to overcome challenges in a dynamic social media environment. Using a qualitative approach, data was collected through case studies on several online fashion brands active on social media. The results show that companies can leverage personalisation of consumer experience, augmented reality technology, and collaboration with influencers to differentiate their brands from competitors and strengthen brand image in an increasingly competitive market. However, this study has limitations in coverage which focused on the online fashion industry and brand differentiation methods, so it is recommended for future research to expand the coverage and deepen the understanding of other factors that influence brand image in the context of social media..
Co-Authors Simangunsong, Martua Erikson